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We propose a new model to investigate the dynamics of human opinion as affected by advertising, based on the main idea of the CODA model and taking into account two practical factors: one is that the marginal influence of an additional friend will decrease with an increasing number of friends; the other is the decline of memory over time. Simulations show several significant conclusions for both advertising agencies and the general public. A small difference of advertising’s influence on individuals or advertising coverage will result in significantly different advertising effectiveness within a certain interval of value. Compared to the value of advertising’s influence on individuals, the advertising coverage plays a more important role due to the exponential decay of memory. Meanwhile, some of the obtained results are in accordance with people’s daily cognition about advertising. The real key factor in determining the success of advertising is the intensity of exchanging opinions, and people’s external actions always follow their internal opinions. Negative opinions also play an important role. [ABSTRACT FROM AUTHOR]

In this paper, we propose an opinion dynamics model in order to investigate opinion evolution and interactions and the behavior of individuals. By introducing social influence and its feedback mechanism, the proposed model can highlight the heterogeneity of individuals and reproduce realistic online opinion interactions. It can also expand the observation range of affected individuals. Combining psychological studies on the social impact of majorities and minorities, affected individuals update their opinions by balancing social impact from both supporters and opponents. It can be seen that complete consensus is not always obtained. When the initial density of either side is greater than 0.8, the enormous imbalance leads to complete consensus. Otherwise, opinion clusters consisting of a set of tightly connected individuals who hold similar opinions appear. Moreover, a tradeoff is discovered between high interaction intensity and low stability with regard to observation ranges. The intensity of each interaction is negatively correlated with observation range, while the stability of each individual’s opinion positively affects the correlation. Furthermore, the proposed model presents the power-law properties in the distribution of individuals’ social influences, which is in agreement with people’s daily cognition. Additionally, it is proven that the initial distribution of individuals’ social influences has little effect on the evolution. [ABSTRACT FROM AUTHOR]